PNG Jewellers To Retail Its Fab 5 Line Set With Forevermark Diamonds
PNG Jewellers, a brand that embodies values and trust, recently partnered with Forevermark, the diamond brand from the De Beers Group, to retail Forevermark diamonds across all their stores in India.
To highlight this partnership, PNG Jewellers have specially designed five sets of jewellery, titled Fab 5, designed with rare Forevermark diamonds, with each diamond bearing a unique inscription number, assuring the consumer that it is genuine, natural and untreated. The Fab 5 collection consists of lightweight, daily wear designer sets of rings, earrings, pendants, tanmaniyas (mangalsutra pendants) and bracelets, which are reasonably priced. The collection will be initially available in 17 of 31 PNG Jewellers stores.
Speaking on the sidelines of the event, Sachin Jain, president, Forevermark India, said, “We only collaborate with retailers who are not only passionate about diamonds as we are, but also meet the brand’s stringent criteria of business, social and environmental integrity. PNG Jewellers and Forevermark India have been partners for long. PNG Jewellers is one of the frontrunners among companies with a deep understanding of offering quality jewellery. We thought this would be a real potential to tap as here is a partner who is forthright, professional, aware of his brand positioning and geographies in the market by offering the best products to firsttime diamond buyers.”
Elucidating on why Forevermark chose to tie up with PNG Jewellers for its well-curated and researched daily wear Fab 5 collection, Jain said that Forevermark is always happy to choose the right partners for furthering the growth of diamonds in a transparent way. “PNG Jewellers wants to bring in the best of both worlds. It is a household name with a rich legacy as a family jeweller, and coupled with the brand’s modern way of driving business to engage the new-age consumer, PNG Jewellers’ approach and the muscle to try out new things, makes them well positioned to take on the opportunity that lay ahead of them,” Jain stated, adding, “The launch of the Fab 5 collection is the beginning of this journey.”
The lightweight, 18-karat Fab 5 studded with Forevermark diamonds has five sub-sets conceived to draw in first-time buyers at PNG Jewellers. In the first phase, the focus will be to have a dedicated space at its 17 stores spread out in the western region.
Responding to a query about the popularity of diamond jewellery in India, Jain sounded confident. “I believe that consumers are ready to buy at the ground level, and in the near future, the diamond business will only multiply further.”
He revealed that in terms of volume, Forevermark India saw a growth of 50% last year. “In terms of diamond sales, we in India are in one of the best spaces for the next five years, which are very important for the growth of diamonds. Jewellers or brands who have their ears to the ground – those who are open to staff training, researching collections and trends, and open to ideas – will be the gainers. The growth will be seen in organisations and brands that are more structured. The holistic approach – the thought behind the collection transparency, quality, and pricing – these parameters will drive retail.”
A lot of thought has gone behind conceptualising the Fab 5 collection in terms of design, price and finish and the focus was to create nonbridal jewellery, especially for the working woman, who doesn’t need a particular reason to buy. Consumers today want pieces that they can relate to.
Speaking on the occasion, Saurabh Gadgil, chairman and managing director, PNG Jewellers said, “It gives us immense pleasure to have partnered with Forevermark across all our stores. Like Forevermark’s stringent diamond selection process, every piece of PNG jewellery undergoes a series of processes, thereby ensuring that we offer only the best of diamond jewellery to our customers. Knowing that less than 1% of the world’s diamonds are eligible to become a Forevermark diamond, we take pride in designing some of the most beautiful diamond jewellery. Using Forevermark diamonds in our latest Fab 5 collection has not only enhanced the sparkle of each piece, but it will strengthen the credibility and trust with our customers. This collection is easy on the pocket and offers five major adornments for everyday wear.”
Gadgil added that the objective was to sell good quality diamonds that offer the best in terms of design as well as affordable price points, and Fab 5 fits the bill and is a suitable lightweight option for daily wear.
Gadgil informed that the second collection that will be shortly launched is Eternity – consisting of only bangles set with 10, 15 and 20-pointer Forevermark diamonds. “We as a brand have to stay relevant in today’s market and products like these will attract selfpurchasers and bring them to the store to buy.”
Forevermark diamonds are the world’s most carefully selected diamonds, while PNG Jewellers is known for high standards of precision and quality in crafting its diamond jewellery. The synergy of these two brands has brought about an ideal collaboration over the past few years to offer hallmark diamond jewellery with the assurance of having the most beautiful, rare and responsibly sourced diamonds.